Community tourism, a relatively new form of tourism, is currently receiving significant attention from government agencies. In parallel, industry's potential tourists, acting as 'digital natives,' search, research, and consult destinations primarily through social media platforms, with TikTok being the most prominent. The study employed PLS-SEM with a sample of 354 respondents using an online questionnaire. The results indicate that Ethical Value influences Community-Based Tourism Intention through the mediating roles of Perceived Ease of Use, Perceived Usefulness, Time Distortion, and Attention Focus. Conversely, Perceived Ease of Use does not mediate the relationship between Aesthetic Value, Play Value, and Community-Based Tourism Intention. This research opens a new direction by examining how content on social media platforms provides value to users. It also offers practical management implications to help community tourism destination administrators and content creators develop deeper strategies for the TikTok platform, specifically, and social media in general.
